Arata’s New Advanced Curl Care Hair Styling Gel

MUMBAI:
Powerhouse performer and Arata’s CurlFriend, Taapsee Pannu endorses the newly launched ‘Advanced Curl Care Hair Styling Gel’. A unique vegan recipe, thoughtfully curated to give a well-defined curl pattern and a soft, natural hold, the styling gel is part of the leading homegrown personal & hair care expert brand Arata’s most innovative launch yet.

Widely known as bold, fierce, and fearless – Taapsee embodies Arata’s curl care philosophy, flipping the narrative that censors curlies, the thought process that mandates curly hair to be “in place”. The Bollywood actor embraces her wild, beautiful, untamed curls and has smashed traditional beauty standards along her journey, inspiring others to do the same.

The newly launched Advanced Curl Care Hair Styling Gel is an innovative and aspirational product exclusively created for the curly haired community. It aims to show curlies all around what frizzy, rebellious, spiraling curls are capable of bouncing into – when nourished with unadulterated, plant-powered love in the form of the all-natural abyssinian seed oil, argan oil, soy protein, and aloe vera.

Created to replace styling products containing synthetic parabens, this hair styling gel gives you sculpted, glorious curls with a healthy shine. It also reduces the risk of hair damage, hair loss, and premature greying, and is totally safe for daily use. Around 60% of the world’s population has either curly or wavy hair and the lack of any Indian celebrity endorsements for this community is surprising. Not many Indian personal care brands have catered specifically to the needs of the curly haired community.

“Conventional beauty standards are not only restrictive, but they also fail to elevate diversity. The very idea that beauty is defined by a set of adjectives – Straight Hair, Tall, Slender, Fair, etc. is harmful and excludes most of us who don’t fit the norm. It’s about time we let go of these
traditional beauty standards that we’ve tried to live up to all this time. My curly hair is my identity and I proudly wear it as a crown (pun intended). For me, having this curly hair representation – whether on-screen or with the brands I choose to work with, is highly important. I personally vouch for the new Advanced Curl Care Hair Styling Gel that leaves my hair intensely moisturized and lusciously defined.” Taapsee Pannu “We love how authentic Taapsee is and how she embraces her curls in their true form. We’re delighted to have her on board as Arata’s CurlFriend – someone who is the best advocate for our new Advanced Curl Care Hair Styling Gel, in the most befitting manner.”- – Dhruv Madhok and Dhruv Bhasin, Founders –